Diss. Stockholm : Kungliga Tekniska högskolan, 2009.

<p>This study intends to elucidate which view customers has about Sony Ericsson as a trademark compared with it’s biggest competitors and how the company can expand and create added value around its products. The aim with this essay is to study and to analyze Sony Ericsson’s creation of value and to increase understanding about strategy development. We have chosen to do this study on the basis of customer perspectives.</p><p>We have used existing theories that treat matters: added value, marketingmix and trademark image. In consideration of these we have tried to form our own theoretical model from existing theories. We have afterwards tested this model on empirics, that is based on a customer survey in Russia, which concerns customers’ view about biggest trademarks on the mobile market and above all Sony Ericsson.</p><p>In our survey we have come to the conclusion that customers consider Sony Ericsson as a company that gives a satisfying added value. Nokia has succeeded better to create an added value on it’s products and is considered by customers to be the most sought-after. Our survey shows that design can have the crucial role for creation of value.</p><p>In order to better satisfy the customers' needs and wishes on markets the companies must adapt their products and create added value through good product strategies, correct marketing measures and satisfying service. This increases the strength of trademark's image and gives better basis for creation of added value.</p>

This study intends to elucidate which view customers has about Sony Ericsson as a trademark compared with it’s biggest competitors and how the company can expand and create added value around its products. The aim with this essay is to study and to analyze Sony Ericsson’s creation of value and to increase understanding about strategy development. We have chosen to do this study on the basis of customer perspectives. We have used existing theories that treat matters: added value, marketingmix and trademark image. In consideration of these we have tried to form our own theoretical model from existing theories. We have afterwards tested this model on empirics, that is based on a customer survey in Russia, which concerns customers’ view about biggest trademarks on the mobile market and above all Sony Ericsson. In our survey we have come to the conclusion that customers consider Sony Ericsson as a company that gives a satisfying added value. Nokia has succeeded better to create an added value on it’s products and is considered by customers to be the most sought-after. Our survey shows that design can have the crucial role for creation of value. In order to better satisfy the customers' needs and wishes on markets the companies must adapt their products and create added value through good product strategies, correct marketing measures and satisfying service. This increases the strength of trademark's image and gives better basis for creation of added value.

Aim: This study is part of a digital activation plan that was done for Sony Ericsson’s GreenHeart™ team in the fall of 2009. The investigation presents and discusses what Sony Ericsson and its 4 main competitors (Nokia, LG, Samsung and Motorola) have done within green digital marketing and how the subject was communicated on their webpages. The aim of this study is to: • To present and analyze consumer insights on ecologically-driven technology • To present and analyze the eco-marketing digital practices and strategies used by 4 competitive mobile phone brands • To propose a digital green marketing strategy for GreenHeart™ Method: This study consists of interviews with Sony Ericsson personnel, literature and web analysis that focus on the green initiatives of mobile phone manufacturers in the digital channel. Result &amp; Conclusions: A main issue with green products is that consumers tend to find them not as good as non-green products. Consumer insight studies suggest that that the best way to communicate and promote green products is to focus on their direct benefits to consumers in comparison to non-green products, and communicate the green benefits only as a secondary message. This was also supported by theories such as Levit’s concept of “marketing myopia”, which describes a marketer’s tendency to focus on product features rather than consumer benefits. When analyzing the webpages of Sony Ericsson’s top 4 competitors, it was 3 evident that all 4 mobile phone manufacturers employed green digital marketing in quite a homogenous way. One striking similarity was that all brands have separated their green initiatives from the core of the website. It is a possibility that marketers have done this intentionally since consumers tend to associate green with lesser quality. In order for Sony Ericsson GreenHeart™ to stand out from the competitors, it was therefore suggested that green information should be integrated into the website and to communicate GreenHeart™ as a value-added product feature rather than a product in itself. Suggestions for future research: It is recommended to continue this research and to compare the findings from the mobile phone industry with other industries, such as the Fast Moving Consumer Goods (FMCG), where Green and Organic branding at a glance seem to have been developed strongly. It would be interesting to gain a perspective on the similarities and differences in the green marketing practices of different industries, but also to gain knowledge and inspiration on how green consumer electronics could be marketed in a more effective and integrated fashion. In this perspective, analyzing any variations between on- and off-line marketing initiatives would be interesting to see if the green message changes in a typical marketing mix. Moreover, it would be good to counter analyze the psychological mechanisms why, for certain industries such as food, green products are regarded as high quality whilst in another industry like electronics, green products are regarded as having lesser quality and business value. Contribution of the thesis: The most important finding of this study is that all the analyzed mobile phone manufacturers have many green initiatives. However, they are communicated separately from all other marketing and communication initiatives in the main digital channel. They tend to be set aside that consumers need to search for them, thus the messages are not delivered seamlessly. This makes it appear that green initiatives are being regarded as something obligatory rather than something that has true business value. Using Theoretical arguments on communication strategy from Levit and ClearWorks show how this, in reality, can be changed and be integrated with product marketing where it can generate a more significant business value

<p>I denna uppsats undersöker jag kulturella faktorer att ta hänsyn till vid lansering av en ny mobiltelefon i Mellanöstern för att vinna marknadsandelar, vilket även är syftet med undersökningen. Genom att använda teorier om kulturen i denna region kombinerade med teorier om konsumentbeteenden skapas utifrån dessa en analysmodell. Analysmodellen presenterar förväntade konsumentbeteenden vid val av ny mobiltelefon och jämförs med en liknande konkret modell grundad på 45 intervjuer med konsumenter i de tre länderna Förenade arabemiraten, Kuwait och Libanon. En intervju utförs även med det världsledande mobiltelefonföretaget Nokia för att få med företagets perspektiv om uppsatsämnet. Jag föreslår därefter kulturella faktorer för mobiltelefonföretag att ta hänsyn till och åtgärder att vidta för att vinna marknadsandelar. Det visar sig finnas en tendens till stark lojalitet gentemot utvalda varumärken och som kan förstås bättre genom att vidare bland annat undersöka kulturella faktorer, sociala och humana förhållanden i regionen.</p><p> </p>

The graduation thesis "Trends in mobile phones development" is focusing principally on detailed analysis of mobile phone market on a global scale. The aim of this thesis is to elaborate comprehensive analysis of mobile phone market oriented on phones with operating systems (smartphones). The analysis is drawn primarily from the perspective of the key players in the market and comparison of these manufactures. After the descriptive part, where is introduced market as a whole, market segmentation by volume and value, this section focuses on segmentation of the global market by key players. This descriptive part is completed by market segmentation according to the amount of mobile phones sold by key players. Second analysis is segmented by operating system. Following parts of the thesis is more practical. This part of the thesis is analyzing the companies, which are selling smartphones. In this part I started by describing a brief overview about what the market is, what is focusing on and what their advantages and pitfalls are. My focus is analyzing the market via Porter's analysis and SWOT analysis of individual manufactures. Finally, I analyze the financial indicators from year 2007 to present. In conclusion I come to recommendations what manufactures should and should not to do. Chapter with warnings is described by the products on the market, which failed in recent years. At very end I come to the evaluation and recommendations, which theoretically should bring some positive progress to companies. The main contribution of this thesis is to provide comprehensive, detailed analysis of the market of mobile phones and smartphones manufactures on a global scale. One of the benefits is the collection of information, data and analysis describing the current state of the market, but also recommendations practices, to which I reached via progression of the this work. Thanks to unique appreciation of the global mobile phone market, their indicators and strategic information, it is necessary to say that this thesis can be very valuable material for some readers, who want to get overview, or seek accurate information about certain manufacture.

I denna uppsats undersöker jag kulturella faktorer att ta hänsyn till vid lansering av en ny mobiltelefon i Mellanöstern för att vinna marknadsandelar, vilket även är syftet med undersökningen. Genom att använda teorier om kulturen i denna region kombinerade med teorier om konsumentbeteenden skapas utifrån dessa en analysmodell. Analysmodellen presenterar förväntade konsumentbeteenden vid val av ny mobiltelefon och jämförs med en liknande konkret modell grundad på 45 intervjuer med konsumenter i de tre länderna Förenade arabemiraten, Kuwait och Libanon. En intervju utförs även med det världsledande mobiltelefonföretaget Nokia för att få med företagets perspektiv om uppsatsämnet. Jag föreslår därefter kulturella faktorer för mobiltelefonföretag att ta hänsyn till och åtgärder att vidta för att vinna marknadsandelar. Det visar sig finnas en tendens till stark lojalitet gentemot utvalda varumärken och som kan förstås bättre genom att vidare bland annat undersöka kulturella faktorer, sociala och humana förhållanden i regionen.

Arbetet har genomförts med målet att skapa ett mervärde för Sony Ericssons produkter, utan att fokusera på telefoner. Vi har undersökt hur man kan öka användarens band till en teknologisk produkt som man alltid bär med sig. Vi har, genom att anordna en workshop, studerat användare och deras attityd gällande personalisering av mobiltelefoner. Vidare har vi besökt Milano och Berlin, och studerat hur mobiltelefoner kommuniceras hos återförsäljare och hur de används, för att få ett globalt perspektiv. Studierna har resulterat i att vi funnit en brist i hur personliga teknologier svarar mot människors känslor. Vi har baserat på detta skapat ett koncept vi kallar Selectíf som innebär en serie riktlinjer, eller kriterier för att skapa tillbehör till mobiltelefoner. Dessa tillbehör skall ta större hänsyn till emotionella aspekter och fokusera mindre på att vara funktions orienterade. Selectíf-produkter sätter känslorna i främsta rummet och skapar därmed ett mervärde baserat på emotionella band. / We have in this thesis studied the area of emotive design as a way to create a stronger user experience. Functionality and features are still important to break new grounds and develop artifacts that can make our life easier, but the value of the product must beconsidered in a new way and communicated on new level, an emotional level.We have within the thesis, in collaboration with Sony Ericsson,investigated how emotions can be evoked by personal technologies.The human computer interaction is today so advanced that we might not always reflect over the impact the technology has on us. Our personal technology is getting more sophisticated which could allow stronger emotional bonds between the user and a device. What we have created is a concept for designing what we call emotional triggers.To find out what triggers users’ emotions towards technologyin order to create an added value, we have studied the relationshipbetween users and their mobile phones. These studies included a workshop where we aimed to find out how users perceive their mobile phone and also how willing they are to personalize it.Furthermore we conducted trend research in Berlin and Milan to see international differences in mobile usage and also tocompare it to other industries such as the fashion industry.The result is a concept we call Selectíf. The concept is a set of design criteria for designing add-ons that are made to illustratemore emotional values of a technical device. The concept is based on the notion of a series of add-ons and we have also createda first prototype, called Selectíf no1 based on the criteria.The prototype focuses less on technology and more on a user’s emotional needs and illuminates how personal technologies canbe designed to be more emotive and thereby create a stronger user experience.